Published on March 21, 2014
ITAP Consumer Insights: BrazilITAP Consumer Insights: Brazil Gifting and Recognition 1 1© 2014 ITAP International, Inc. All Rights Reserved.
Table of ContentsTable of Contents Consumer PreferencesConsumer Preferences Inappropriate Giftspp p A Deeper Divep The ITAP Advantage: Consumer Needs and MotivationsNeeds and Motivations 2 2© 2014 ITAP International, Inc. All Rights Reserved. 2© 2014 ITAP International, Inc. All Rights Reserved.
Consumer Preferences Examples of appropriate gifts are: • Barbecue kits • Luggage C h h f k t• Cash vouchers for supermarkets • Cash vouchers for shopping in general or for specifics such as televisions, computers and mobile phones.such as televisions, computers and mobile phones. • Tickets for special events (e.g. Formula One races, musical shows) 3 3© 2014 ITAP International, Inc. All Rights Reserved.
Inappropriate GiftsInappropriate Gifts • Sharp objects such as knives or scissors should neverj be given as gifts since they represent a ‘severing of a relationship.’ • Items associated with death or funerals are not• Items associated with death or funerals are not appropriate gifts. These include handkerchiefs, and yellow, red or white flowers. 4 4© 2014 ITAP International, Inc. All Rights Reserved.
Gifts: Rites of PassageGifts: Rites of Passage • Birthday: People appreciate receiving the followingy g g birthday gifts: barbecue sets, pens, tickets for shows, and vouchers for dinner. • Weddings: A wedding gift from a department store• Weddings: A wedding gift from a department store along with a card is appropriate. • New Baby: A gift with a card is appropriate, as welly g pp p as a visit to see the newborn. • Funerals: Friends and colleagues of the bereaved attend the funeral services and send a sympathyattend the funeral services and send a sympathy card. 5 5© 2014 ITAP International, Inc. All Rights Reserved.
A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards A ift d f k t d t t t• A gift card from a supermarket or department store (Carrefour, Wal-Mart or local ones – Casas Bahia) is appreciated. • Gift cards are exchanged for food and or computer i d t d ti itaccessories, gadgets, decorative items. 6 6© 2014 ITAP International, Inc. All Rights Reserved.
Snapshot of Brazil’s Cultural Orientations 100 ………...…….. 50 …....................... 0 Marieke de Mooij Snapshot of Brazil’s Cultural Orientations applied Hofstede’s framework to the study of consumer preferences. Group Orientation Respect for Inequality ITAP’s Culture in the Workplace Need for Certainty Work‐to‐ Live p Questionnaire™ (or CWQ), collects data that gives insight into Orientation Long‐Term Orientation g g consumer preferences across cultures. Drawn from Geert Hofstede’s research, the image above depicts the country score for 7 7© 2014 ITAP International, Inc. All Rights Reserved. p y Brazil.
Contact ITAP to • Access global consumer segments Contact ITAP to… Access global consumer segments through ITAP’s global network. • Gain insight into the cultural values that• Gain insight into the cultural values that inform consumer behavior. M k i f d d i i b t• Make informed decisions about extension and adaptation in global l ti i d t l ti dlocations: price, product, location, and promotion. 8 8© 2014 ITAP International, Inc. All Rights Reserved.
Q & A 7 Catherine Mercer Bing Q & A CEO, ITAP International, Inc. firstname.lastname@example.org ITAP International 353 Nassau Street, First Floor Princeton, NJ 08540 USA (W) 1.215.860.5640 (M) 1 609 937 1557(M) 1.609.937.1557 http://www.itapintl.com …thank you… 9 9© 2014 ITAP International, Inc. All Rights Reserved. 9
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